Can you recognize above – how its inward focused ? how it’s talking about you and your company ?

Does that sound like your own mission/vision statements ?

And here is the updated version – adapted from Jay’s work:

Mission: To deliver furniture that tells stories. To alter competition from price to experience.

Vision: delivering lifestyle to customers through furniture.

Brand Promise: Come home with pride.

We are now talking about customers and experience.

We’re taking the game from furniture to experience. Customer’s will enjoy the lifestyle benefits associated with our furniture. Customers will talk to other customers about the experience at our store.